Piper exits Bottlegreen Holdings

Private equity firm Piper has sold its majority shareholding in Bottlegreen Holdings, the premium drinks company, to the SHS Group.

Launched in 1989 by husband and wife team Kit and Shireen Morris, Bottlegreen has grown to become a recognised drinks brand which is now stocked in all major UK outlets.

Piper provided Bottlegreen with investment of £5m in 2007, and has worked closely with its management to help develop the business, which has involved a major re-branding of the products, the creation of a consumer communication strategy and significant sale increases.

According to Piper, consumer awareness of the brand in the UK has grown from 5% in 2007 to 15% in 2010 and there has been an 11% improvement in margin.

George Adams, of Piper, said that when the company invested in Bottlegreen its mission was “to refresh the brand, broaden its distribution and extend the product range” adding that “in doing so we have helped create an iconic brand that customers really value and achieved a stunning return for our investors, which is exactly what Piper exists to do.”

Piper was advised on the sale by KPMG, the corporate financers and Bond Pearce, the business law firm. As part of the buyout deal some members of Piper’s management team will retain shareholdings in the group.

Simon Speers, who led the original management buyout backed by Piper, said: “The partnership we have had with Piper has been excellent and throughout its investment the team have been incredibly supportive, providing expertise and resources when required to help us be our best. I look forward to working with the SHS Group to further build on the company’s brand success.”